or twitter. and by getting to see those movies early they are the first one to talk about it. it it builds buzz for the coming weekend. we love seeing these previous work to -- moved to 8:00 p.m. leading into., midnight screenings. at the end of the day, i don't inc. it affects the bottom line dollar at the end of the run. i think what is going to occur is going to occur. but that weekend is a way to get people into the year earlier. >> what are the benefits for the movie chains? atmore people in the seats 8:00, 10:00, and the night. and they have the opportunity, if the movie is playing really well, to keep it going all night long, if they want to. it is a way to build the attendance in theaters. it is not for every movie. it is only for big movies, like the hunger games -- catching fire. a lot of poor movies go at midnight. that makes a lot of sense.